Duffy & Shanley Takes Beverly Hospital Account

Breaking the rules paid off last week for Duffy & Shanley. Going beyond what was required in the final round of Beverly Hospital’s review helped the agency win the account.

The client asked its three finalists—Duffy & Shanley in Providence, R.I.; Haggman in Manchester, Mass.; and Kelliher Samets Volk in Bos ton—to present ideas on how to introduce a new cardiac-care center.

“We didn’t do that,” explained Jon Duffy, president of the winning shop. “We created a brand campaign instead.” The Beverly, Mass., hospital launched the review this summer in order to find a shop to help recast itself as a state-of-the-art, full-service facility, able to compete with better-known hospitals in nearby Boston. Given that parameter, Duffy & Shanley took a chance and recommended a full-scale image change, explaining to client officials that “if you’re trying to change perceptions [about the entire facility], you don’t do that with a one-off product” like a new care center, Duffy said.

In selecting Duffy & Shanley, Pauline Pike, svp, business development and marketing at Beverly Hospital, praised the agency’s “strong base of experience,” such as its work for Memorial Hospital of Rhode Island, and “their fresh thinking” about the overall brand.

Duffy & Shanley succeeds the Boston office of KPC/Christopher Thomas, which worked with Beverly Hospital for three years. Boston consultancy Pile and Co. oversaw the search. The budget has not been disclosed, but sources pegged billings at about $500,000-$1 million.

Duffy & Shanley will meet with hospital officials this week to discuss campaign direction; it has not been determined if the work presented in the review will be the basis of an effort set to debut in January, Duffy said.

TV, radio and print is planned, as well as a revamping of the hospital’s Web site, according to Duffy.